Media Impact on Reputation

Media Impact on Reputation

The media landscape has changed, and so have the vectors of reputation. Shifts in the political environment as well as new technologies are driving this evolution, and it will continue into the foreseeable future.

The implications for communications professionals are major. Their role is widening, and becoming far more strategic. Beyond shaping messages, they are obliged to monitor a growing number of actors who possess their own media outlets, and to devise effective channels of dialogue that lead to shared solutions.

They must also contend with mainstream media who, after decades of lethargy and loss of market share, are becoming increasingly aggressive. Finally, they must deal with a “fake news” industry that respects neither the norms of journalistic discourse, nor minimal professional standards of veracity.

Key topics

We will explore the following topics in this three-day course:

  • The widening role for communication professionals and their obligation to monitor a growing number of actors
  • The strategies used by fake news factories to damage reputations
  • Investigative journalism and how it can be an ally, and not only or merely an adversary
  • The increasing pressure on businesses to appear more socially responsible
  • Social media and how to utilise it in an effective way
  • The dynamics of corporate interaction with stakeholder-driven media.

"Mainstream media remain an important player, but they have new competitors -- social media, stakeholder groups that create their own news networks, and "fake news" factories. In parallel, investigative journalism, given up for dead a decade ago, has instead renewed itself and expanded. The impact of these trends on reputations is visible and widening. This is the first programme we know of that takes those changes into account."

"You will gain a deeper understanding of the new vectors of influence and reputation. Your toolbox will be deeper and wider, not least where crisis situations are concerned. You will learn about the objectives, strategies and methods of other players. You will be better equipped to advise your management in specific cases as well as from a broader, strategic perspective."
Dr Mark Lee Hunter

  • This three-day programme is for professionals with a background in:

    • Corporate communication
    • Reputation management
    • Public relations
    • Corporate affairs
    • Media and press relations

    It is recommended to have three or more years of work experience.

  • Dr Mark Lee Hunter

    Mark Lee Hunter is an Adjunct Professor and Senior Research Fellow at the INSEAD Social Innovation Centre, where he is a founding member of the Stakeholder Media Project. Hunter has written well over 100 investigative features and nine books, which earned him IRE, SDX, National Headliners, H.L. Mencken and Clarion Awards. His subjects included the French extreme right, a high profile murder case (which he helped to solve), the unauthorized biography of a prominent French government minister, the contaminated blood affair, and an obscure American law that created a population of a quarter-million severely handicapped children.

    Dr Hunter has won two Investigative Reporters and Editors Awards (for reporting and research on journalism), along with the H.L. Mencken Free Press Award, the Sigma Delta Chi Award for research on journalism, the National Headliners and Clarion Awards, and two EFMD Awards for case-writing.

    His articles have appeared in The California Management Review, Corporate Reputation Review, Journal of Business Ethics, Harvard Business Review, Columbia Journalism Review, Harvard International Journal of Press/Politics, and many others. He was a founding member of the Global Investigative Journalism Network, and served on its board as well as the board of the German journalism review Messages.

    He also holds a doctorate in communication from the Université de Paris II/Panthéon-Assas.

  • Dates
    12-14 February 2019
    09:30 - 17:00

    The course fee: € 2.600,-, includes tuition, course material and lunches  

    Bayle (J) Building, campus Woudestein
    Burgemeester Oudlaan 50
    Rotterdam, the Netherlands

    Hotel accommodation
    If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.

    Cancellation policy
    Cancellations must be received in writing (or e-mail) at

    • 45-30 days prior to the start date of the programme:          due 25% of programme fee
    • 29 – 8 days prior to the start date of the programme:          due 60% of programme fee
    • 7 days or less prior to the start of the programme:              due 100% of programme fee

    To receive full refund, the notice of cancellation must be received more than 45 days prior to the start of the programme (a charge of 10% costs is applicable). If the programme is cancelled, liability is limited to the programme fee.

    The participant can be substituted by someone from the same organisation on the same course without extra costs.

  • This three-day programme takes place from 12 to 14 February. You can apply by using our online application form:

Interested in an executive master degree?

This course can also be taken as part of RSM's part-time Executive Master in Corporate Communication, a flexible and accredited master programme for communications professionals. Find out more: